The Influence of Brand Image of Perodua Axia on Consumer’s Decision Making

Nor Azura Adzharuddin, Ibrahim Oyewole Moses and Siti Zanariah Yusoff

International Journal of Academic Research in Business and Social Sciences, 2017, vol. 7, issue 6, 1072-1087

Abstract: The escalating competition in the automobile industry indicates that companies can no longer depend solely on providing functional attributes of their products but also communicating strong brands that can create special image in the eyes of the consumers. While the role of communicating image and personality of brands as some key factors in many brand communication literature has been studied, there seems to be an issue of lack of major and critical studies in particular on buying behavior. Therefore, this study investigated how communicating brand image of Perodua Axia can influence the consumers’ decision to purchase. A sample of 330 consumers of Perodua Axia brand who live in Kuala Lumpur were surveyed using convenience sampling procedure. On analysing the data using Statistical Package for Social Sciences (SPSS) version 21, the results provided support for the conceptual framework. Therefore, the results indicate a significant relationship between brand personality and brand image and consumers’ buying decision. It shows that the brand manager of Perodua Axia should not solely depend on providing functional attributes of the products but also effectively communicate the distinctive features of the brand so as to create special image in the eyes of the consumers and enhance their trust on the brand and influence buying decision.

Keywords: Brand personality; brand image; perceived brand quality; brand experience; brand trust and consumers’ buying decision (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hrmars.com/hrmars_papers/The_Influence_of_B ... _Decision_Making.pdf (application/pdf)
http://hrmars.com/hrmars_papers/The_Influence_of_B ... _Decision_Making.pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:7:y:2017:i:6:p:1072-1087

Access Statistics for this article

More articles in International Journal of Academic Research in Business and Social Sciences from Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences
Bibliographic data for series maintained by Hassan Danial Aslam ().